Wolt Plans Cash Payments for Arab Israeli Customers to Expand Reach

Wolt, the food and grocery delivery service, is planning to introduce cash payment options for customers in Arab Israeli communities as part of its expansion efforts. This move aims to accommodate local consumption habits and reach a broader audience that may not primarily use digital payment methods, according to Wolt Israel CEO Tomer Cohen.

The company, which launched in Israel in 2018 and now operates in over 300 locations, is facing competition in these new markets, notably from the delivery app Ha'at, which is already popular in Arab communities. Cohen expressed his intention to compete directly, believing customers will choose the most cost-effective service.

Wolt has previously adapted its services for other demographics, including the ultra-Orthodox community. In cities like Bnei Brak, customers can order via the app or computer, and in Beit Shemesh, the service does not operate on Saturdays. The company also makes adjustments regarding kosher certifications for businesses.

These expansion efforts come amid significant growth for Wolt in Israel. The company now serves three million active customers and has seen its partner businesses increase from 8,000 to 13,000 within two years. The number of delivery couriers has grown from 20,000 to 30,000, and employee numbers have risen from 1,200 to 2,000.

The cash payment option for Arab Israeli communities is still in the planning stages, with no specific launch date or list of participating locations announced. Details on how the cash payments will be processed and the initial scope of the rollout have not yet been provided.